British prestige car maker Jaguar Land Rover is the latest to announce its entry into the ‘mobility services’ arena through a newly created division it calls InMotion.

The announcement comes as JLR invests $25 million into ride hailing service, Lyft - a major rival to Uber in the USA.

JLR isn't the first automaker to partner with Lyft however, with General Motors investing over $700 million in Lyft last year.

The head of JLR’s newly-created InMotion division, Sebastien Peck said: "We are excited to collaborate with a leading platform like Lyft not only on developing premium mobility solutions but also devising innovative solutions to the transport problems Jaguar Land Rover's customers face.”

"Personal mobility and smart transportation is evolving and this new collaborative venture will provide a real-world platform helping us develop our connected and autonomous services."

Initially JLR will provide Lyft with a fleet of Jaguar, Land Rover, and Range Rover vehicles, from which the company could potentially investigate the kinds of usage patterns and unique requirements of ride-sharing vehicles.

No statement has yet been made regarding JLR’s possible foray into autonomous vehicles, but with connectivity and autonomy high in Lyft’s list of priorities, the door is open to a future collaboration on autonomous systems.

The investment in Lyft comes after Jaguar Land Rover provided seed funding for Detroit-based SPLT, which is a digital car pool system designed to offer non-emergency medical transport.